Industry Deep Dive: LGBTQ+ Pride
The LGBTQ+ community consists of some of the most loving, welcoming, and vibrant people you will ever meet. In this guide, you’ll meet the community, get a crash course on the different flags, learn to be an ally, and discover how you can become a powerful ally to the community and bring awareness to LGBTQ+ causes with the power of promo.
Officially, Pride started as a response to the raid and closing of The Stonewall Inn, a gay bar in New York City, in the very early morning hours of June 28th, 1969. The police forcefully escorted employees and bar patrons out of the bar, inciting a riot. The following six days of clashes with police outside the bar sparked a movement. People were fed up with being treated like they were something to be shunned and hidden. And while Stonewall wasn’t the first time the LGBTQ+ community spoke out - it was certainly the loudest. History The Year The Stonewall Inn Gay Bar was raided 1969 The sign left by police right after the raid. It’s now framed and hung just inside of the entrance to The Stonewall Inn. Wikipedia.org 1st Pride parade in the U.S 1970 1st Openly Gay Person in public office 1977 The year following the riot, on June 28th, 1970, the very first gay Pride parades took place as thousands of people marched from the Stonewall Inn to Central Park in New York City, as well as in Los Angeles and Chicago. The following year saw marches in Dallas, Boston, Milwaukee, and internationally in Stockholm, London, West Berlin, and Paris. Years later, in 2016, the Stonewall Inn and surrounding area were designated a national monument, honoring the site’s history and significance.
In 1977, Harvey Milk was elected to the San Francisco Board of Supervisors - making him the very first openly gay person to hold a public office in a major American city. Harvey Milk challenged Gilbert Baker, a Kansas-born artist, to create a symbol of pride for the gay community. A more positive alternative to the pink triangle, which had been used by nazis to identify homosexuals and had been reclaimed by the queer community in the 70s. “The only thing they have to look forward to is hope. And you have to give them hope.” HARVEY MILK Gilbert Baker began work, stitching together eight strips of color into a flag. Hot pink for sexuality, red for life, orange for healing, yellow for the sun, green for nature, turquoise for art, indigo for harmony, and violet for spirit. The community instantly latched onto the flag - it was theirs. When Gilbert Baker reached out to the Paramount Flag Company to produce the flags, the hot pink stripe had to be removed because the fabric wasn’t readily available, which is why you don’t see it on the flag today. However, the birth of the flag has sparked the design of dozens of other flags for the LGBTQ+ community and has evolved to include black and brown to represent people of color and white, pink, and light blue to represent trans, non-binary, and intersex folks, designed by Daniel Quasar. These designs can be seen around the world today. Gilbert Baker designed the original pride flag 1978 U.S Supreme Court legalized same-sex marriage 2015 Daniel Quasar re-designed the pride flag 2018
Stats Gen Z reports the highest identification rates, with over 20% of adults ages 18–27 identifying as LGBTQ+. Source: Gallup An estimated 9.3% of U.S. adults identify as LGBTQ+ in 2024 - up from 7.6% in 2023. Source: Gallup
Brands that consistently support LGBTQ+ causes see greater consumer trust and brand loyalty - especially among Gen Z. Source: Edelman Trust Barometer LGBTQ+ adults have an estimated $1.4 trillion in annual buying power. Source: LGBT Capital
How to Be an Ally The influx of support from companies during Pride month is a phenomenal way to support and bring awareness to the everyday issues faced by the LGBTQ+ community. However, participating businesses should be mindful of ‘rainbow washing’ to ensure that their support is impactful. Rainbow washing is a term used to describe companies that only show their support for the LGBTQ+ community within the month of June. They may roll out initiatives during this month, change their profile image to their logo designed in Pride flag colors, and might even have products that give portions of their proceeds back to LGBTQ+ organizations - all of these are great things! But, to some in the LGBTQ+ community, the one-month-a-year-only support can come off as insincere or as if businesses are using the cause for a quick cash grab. Frequently, piles of Pride products end up in the clearance bin come July 1st, and the outreach and donations to LGBTQ+ organizations dry up. So, how can a company lend its support to the LGTBQ+ community throughout the year? First and foremost - support your LGBTQ+ employees! Make sure that they know where they work is a safe space and that your business is inclusive for EVERYONE. Support LGBTQ+ charities and organizations year-round. The bracelet company Pura Vida is a great example of this, as they support more than 200 charity partners all year long. Next, take a look at your local LGBTQ+ community and see what organizations are close to home! Giving back to your community not only fosters a positive image for your business but it strengthens the fabric of the community itself. Pura Vida Pride Bracelets and T-shirt Source: puravidabracelets.com
Allgo Allgo supports QPOC - or queer people of color - in all manner of things, from health and wellness to social justice and the cultural arts. Dallas Hope Charities & Resource Center Resource Center is one of the biggest LGBTQ+ resources in the United States, with six locations across Dallas focusing on LGBTQ+ health. Including HRT (Hormone Therapy), HIV/ AIDS, and more. They also have recently opened the first LGBTQ+ senior housing in Dallas. The Human Rights Campaign You might have seen their logo, which is a blue background with a yellow equal sign. They actively fight for equality by helping to pass important legislation to keep LGBTQ+ folks safe and get the care they need to be their best selves. The Trevor Project The Trevor Project is a stellar organization that provides resources to LGBTQ+ youth. LGTBQ+ kids are especially vulnerable as they oftentimes do not feel safe in their homes or school and don’t have access to the resources they need to thrive. The Trevor Project provides counselors to talk about suicide, gender identity, and more. Plus, they help pass legislation to keep kids safe. The Human Rights Campaign Source: hrc.org SAGE - Advocacy & Services for LGBTQ+ Elders Name twins! SAGE is an awesome organization that provides services for and addresses issues relating to the elder LGTBQ+ community.They have a resource hotline, provide technical assistance, HIV/AIDS healthcare and assistance, including navigating social security, Medicare and Medicaid, caregiving, and housing. GLAAD GLAAD is the world’s largest LGBTQ+ media advocacy organization. They work to ensure fair, accurate, and inclusive representation and create national and local programs to advance LGBTQ+ acceptance. GLAAD has had a direct impact on inspiring positive LGBTQ+ cultural representation by nurturing understanding and holding social media platforms accountable for misinformation. www.hrc.org www.thetrevorproject.org www.glaad.org www.sageusa.org www.allgo.org www.myresourcecenter.org www.dallashopecharities.org
Where Can You Use These Products? Well, anywhere! LGBTQ+ promo can be used in every industry, at any time, not just during Pride! Having Pride products available on your website or in a showroom will allow businesses to find you throughout the year. Additionally, reach out to your local LGBTQ+ charities and organizations. Often, larger organizations will have smaller local chapters. Take a look at your local drag scene too. Merch is a great way for performers to promote their show and earn more. Additionally, local Pride organizations are always looking for event sponsors. Many offer the opportunity for area businesses to set up booths and hand out business cards, brochures, and promotional giveaways. This is a great way to not only support the LGBTQ+ community but connect small businesses to a fresh new crop of customers. Pronoun Earrings dissentpins.com ACLU Rainbow Cloud Beverage Holders shop.aclu.org Pengroom Plush paulcastlestudio.com Love Wins Bracelet zox.la Pride Promos
Chuck Taylor All Star Pride Converse converse.com Pura Vida Bracelet puravidabracelets.com Charter Backpack 18 In Rainbow coach.com Book Nerd Pride Socks outofprint.com Progress Pride Flag Car Magnet dissentpins.com Pride Zip Up Hoodie freshhoods.com Nike Air Max Be True Shoes nike.com You Are Bottle shop.hrc.org Pronoun Pins dissentpins.com
Pride Promos Pop-up Phone Holder Item # PHN10 WOWLine | SAGE 52510 Aviator Sport Pinhole Sunglasses Item # AC110 Bold Promo | SAGE 69443 Spectrum Notebook with Rainbow Edge Pages Item # JK-1846 Jornik Manufacturing | SAGE 50219 6” Rainbow Bear Item #1277 Hit Promotional Products SAGE 56780 1.5” Round Button Item # WL1597 WOWLine | SAGE 52510 Rainbow Trucker Cap Item # 1082 Hit Promotional Products SAGE 56780
Rainbow= Socks with Full Pride Flag Item # 1001-PRIDE Sock Club | SAGE 51149 Rainbow Pride Drawstring Bag Item # BG590 Prime Line® SAGE 53170 Silicone Wristband Item # ZZWB016 Giftarget Inc | SAGE 69533 Rainbow Ribbon Lapel Pins with Custom Logo Item # DSRAIN4RCT EMT | SAGE 50054 Large Rainbow Flag Item # PRF999 Lincoln Line | SAGE 60053 4”X6” Progrssive Pride Flag Item # SG771-PRINTED Chulani Promotional Products SAGE 50625
SAGE Can Help Distributors To support LGBTQ+ owned supplier businesses, use the ESG filter in the product search area of SAGE Workplace. When entering your search criteria, select LGBTQ+ owned in the ESG drop-down menu. For a step-by-step guide on filtering for LGBTQ+ owned suppliers, check out our video here or reach out to your Account Advisor for assistance.
Suppliers If you’re an LGBTQ+ supplier and would like to add your designation to your supplier profile and products in the SAGE database, check out this quick tutorial, or reach out to your Account Advisor today.
To sum it up, supporting a charitable cause all year long is not only beneficial for the cause itself but also for your business! It helps create a positive brand image, boosts employee morale, and fosters strong community relationships. By genuinely supporting the LGBTQ+ community and other charitable organizations throughout the year, your business can make a lasting impact, promote inclusivity, and contribute to positive social change.
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